Elevating brand trust through accessibility: A strategic business imperative

In today's dynamic business landscape, accessibility isn’t just a box to tick, it’s a key part of brand trust and creating a stronger business strategy. Organisations that prioritise accessibility position themselves as leaders in inclusivity and customer experience, ensuring their brands resonate in an increasingly conscious market, especially asneweranswer and tighter regulations increasingly come into effect.  

But accessibility goes beyond compliance – it’s about creating an inclusive experience for all users. By aligning accessibility with your brand values, you’re demonstrating social responsibility, fostering customer loyalty and setting your organisation apart from the competition. As societal norms shift and expectations grow, businesses that overlook accessibility risk reputational damage – and losing customer trust along the way.  

The legal landscape and standards 

In the European Union, upcoming regulations will reshape the accessibility landscape. By 2025, new EU accessibility laws will take effect, followed by more stringent requirements in 2030. The EN 301549 standard, which outlines the accessibility requirements for ICT products and services, will play a crucial role in these changes. Compliance with these regulations is not optional; it's the bare minimum acceptable level and creates a new norm for what is expected.  

Globally recognised standards such as the Web Content Accessibility Guidelines (WCAG) provide a comprehensive framework for ensuring digital accessibility. Local regulations also add layers of complexity: 

• Germany – The Federal Act on Equal Opportunities for Persons with Disabilities (BGG) and the Barrier-Free Information Technology Ordinance (BITV 2.0) enforce accessibility standards. 

• France – The French law on digital accessibility requires public services to comply with accessibility standards. 

• UK – The Equality Act 2010 mandates reasonable adjustments to accommodate individuals with disabilities. 

• US – The Americans with Disabilities Act (ADA) and Section 508 of the Rehabilitation Act ensure accessibility across sectors. . 

These are just a few examples, and more are coming.  

Beyond compliance: setting a higher standard

While legal requirements set the foundation, they represent the lowest level of acceptability. Even if your company isn't legally required to meet these new standards, there's an expectation from the public that you will. This means, that for a company committed to its brand and business strategy, setting the bar higher and demonstrating a commitment to inclusivity and social responsibility. is essential. Adhering to accessibility standards benefits everyone, not just people with disabilities. It opens up your products and services to a broader audience, enhances user experience, fosters sustainable growth and strengthens brand loyalty. Accessibility should also be integral to your brand identity, This approach not only builds trust with your audience but also positions your company as a forward-thinking leader in your industry.  

Navigating challenges in global organisations  

For large companies operating across multiple countries, the challenge however, lies in managing accessibility at scale. Different legal frameworks and decentralised organisational structures add layers of complexity. But it is possibly to navigate this landscape effectively, with a robust infrastructure, standardised processes and tools and dedicated support for your people.   

To make accessibility a strategic advantage, businesses should: 

• Adopt accessible design – integrate accessibility standards like WCAG into every stage of website, content creation and service development. 

• Invest in training – ensure employees understand the importance of accessibility and are equipped to deliver it. 

• Leverage technology – use platforms like AccessibilityCloud to scale across all your touchpoints and ensure you know the status and where to prioritise. It helps with providing a shared view and 

• Support your content team and with quality assurance tools such as Siteimprove, Silktide and Monsido to work with editors and product owners to to improve content, SEO and follow company messaging and policies.  

In a decentralised organisations, the task is even harder with a lack of overview of all websites and digital touchpoints. But a solution could be to focus on people – with a decentralised centralised model. Centrally provide tools, support and solutions that give employees the mandate and understanding to execute according to where you want to be. Make sure you can monitor and verify progress and make it transparent and visible for everyone. This combination is a proven approach to drive brand experience at scale, and it is now used to also drive accessibility. And don’t forget, this is a marathon, that never ends. Celebrate progress, and prioritize based on business and user impact where to focus your efforts. 

Comprend’s approach 

We’ve seen that accessibility is no longer optional – it’s essential. By setting higher standards and embedding accessibility into your brand values, you not only comply with legal requirements but also build trust, enhance your customer experience, and drive sustainable growth. 

At Comprend, we specialise in tech-enabled marketing and communication, helping clients integrate accessibility at scale. Our approach combines people as drivers and technology as the enabler, ensuring accessibility aligns with your brand and business goals. We partner with leading platforms such as AccessibilityCloud, Siteimprove and Monsido to deliver accessible, inclusive brand experiences that strengthen customer trust and loyalty.  

By embracing accessibility as a strategic priority, businesses can lead the way in creating a more inclusive, equitable society – while building a stronger, more trustworthy brand. It's not just good ethics – it's good business.